Study: Direct mail part of $90 billion offline marketing industry

Published November 5, 2013 at 8:49 am

For all the barbs being thrown at the U.S. Postal Service these days — from the Heritage Foundation’s recent death throes declaration “Can The Postal Service Have A Future?” to calls for the agency to privatize — it’s a wonder that the USPS is still delivering mail at all, come rain, sleet, snow or hail (but maybe not on Saturdays).

Through it all, one aspect of the USPS that cannot be criticized is its role in direct mail marketing. Direct mail marketing has endured a steady onslaught from its online marketing competitors over the last decade, but its prominence has remained during that time.

In fact, if you’re comparing the two marketing methods on the grounds of total worth, the check mark goes in the column of traditional marketing, including direct mail, which is a $93.6 billion industry, compared to the $62 billion total value of online marketing.

That’s according to a new study released last month by the Direct Marketing Association.

Can your business afford to spend 16 cents for every piece of marketing collateral?

Like those businesses that use the service, the USPS understands the value of direct mail, as evidenced by its ongoing “Grow Your Business Day” initiative. The USPS launched Grow Your Business Day in 2011, and since then, agency representatives have conducted seminars in communities to teach local businesses how to use direct mail to attract the attention of potential customers. Businesses ranging from restaurants to real estate agents and everyone else in between have attended the seminars and found them to be valuable.

As the Digital Age enters its next act, direct mail marketing may only just be getting started. The 16 cent-price tag for every piece of material sent this way is certainly appealing.